1) For all the reasons mentioned above, I actually find the term customer to be dated. I prefer to use the concept of The Guest. (Yes, it should be capitalized.) That is, not everyone is a customer but everyone should be treated like a guest (for we know not who they might know).

2) That being said, The Guest isn’t always right either. To somewhat paraphrase Zappo’s Tony Hsieh, “The right Guest is always right.” The issue isn’t that wrong Guests are wrong. It’s how going down that path is handled. A full hotel doesn’t say, “Get out of here we’re full!” No, they remain polite and might even make a recommendation as to where you should go instead. That person you turn away might be an influencer, or they might be a future right Guest. Keep that in mind.

3) Yes, we should be mindful of the custom experience. However the key is, it is they who define that experience, not us. Yes, we can influence that experience but we are not in control of it. What we say and do to exert that influence is important. But what’s most important is what is said and done back to us. Listen and participate, it’s an experience for the brand as well.

About Mark Simchock

Business, Technology & Marketing—The rockstars of the 21st century. In that context, the quest of this site is to capture my expertise, capabilities, intelligence & capacity to learn. Ideally, you’ll also be inspired by my passion. I love what I do. I get jazzed by the thrilling evolution of building things. Brands. Business models. Marketing strategies. Websites. Etc. My mission, whether online or off, is to maximize the ROI of the growth minded brands I collaborate with. I’m focused, committed and ready to rock. If you’re the same then let’s go!

Testimonials

“Mark jumped into a difficult situation and saved an important project for me. He is knowledgeable, conscientious and has a great attitude. He is a pleasure to work with.”Tom ColelloPrincipal, Overlook Digital (Saugerties, NY)

“I'm finally on the internet! Mark did a great job helping me define the look and feel of my brand. He then used that foundation to build a website that was appropriate. The fit is perfect. I love it. ”Tom Ostrowski CPAPrincipal, Tom Ostrowski & Associates (South Plainfield, NJ)

“Mark is great. He has had a very positive effect on our organization. He is knowledgeable, thorough, responsive, very detail oriented and, most important to me, accountable!”Carl FalcoPresident, Falco Design (East Brunswick, NJ)